Customer’s Attitude, Perception and Satisfaction level of Gold Jewellery Purchase with Special Reference in Erode District

Abstract

Customer is a person or a business person that buy goods and services from another business. Customers were vital and important because they generate income. In need of them, business has to fight get customers by advertising their products highly. Customers of gold jewellery are dependent on several aspects such as purity of gold, its price and occasion; the jewellery dealer is small or branded, name and reputation of the dealer, occupation and income of the customer. In this research study, both primary and secondary data are used to examine how customer attitude and perception the purchase of gold jewellery. The primary data consists of two typesof surveys. The secondary data were collected with respect to the jewellery reports, journals and other approaches. In thisstudy, some more statistical tools were used. The major finding is the respondents’ income level has increased. It is important suggestion are gold jewellery shops must take serious steps to create systematic awareness among the customer that shops are also providing quality gold. It is concluded that gold jewellery purchase behaviours of respondents have demand driven approach.